Rallying Around Our Colour

Paint It Yellow was the rallying cry of our Corby team as we set out to make Ungava gin our newest power brand.

Ungava gin is a highly differentiated, super-premium gin in a category that was hot when we acquired it three years ago, and even hotter now.

With Ungava’s heartland market of Québec making up the large majority of Ungava gin sold, we knew from the start that there was huge potential for growth, both across Canada and in select European markets. Our sales and marketing teams leapt into action, raising brand awareness and connecting with gin drinkers through customer and consumer engagement strategies.

Brand ambassadors Danielle Yoon and Donnie Wheeler served Ungava gin cocktails out of a customized shipping container at a community fundraiser in Toronto.Brand ambassadors Danielle Yoon and Donnie Wheeler served Ungava gin cocktails out of a customized shipping container at a community fundraiser in Toronto.

A dedicated team was charged with getting our creative juices flowing and drumming up excitement for Ungava gin.

In fiscal 2019, we decided to amplify our teams’ efforts by mobilizing the entire Corby organization. Playing off the distinctive yellow colour of Ungava gin, a Paint It Yellow team was assembled and charged with raising the organizational urgency behind the Ungava brand.

“We wanted to win the hearts and minds of our people, and tap into their ingenuity to generate breakthrough ideas that would stir passion for the brand across the country,” said Ryan Smith, Director, Trade Marketing, and Chief Firestarter of the Paint It Yellow team. “We organized a Tour de France national sales incentive program in which employees competed for a Tour de France yellow leader jersey at specific stages and the chance to win a trip for two to Paris. We also painted Ungava gin bottles on the walls of sales offices and set up an online Ungava discussion group for collaborating and logging successes.”

We wanted to win the hearts and minds of our people, and tap into their ingenuity to generate breakthrough ideas that would stir passion for the brand across the country.

While the Paint It Yellow campaign has continued into fiscal 2020, Ungava gin’s fiscal 2019 was spectacular. The brand is now listed with every provincial liquor board and with key national account partners. It grew 19.4% in retail volume and 18.9% in value, significantly outperforming the Canadian gin category, which itself was the second fastest growing major spirits category in Canada.

At year end, Ungava gin was the value leader in the super-premium gin category. If we could, we’d wrap it in a yellow jersey.